Experience PrinciplesHidden TreasureIdeal state. What if...10 minutes Voting BoothVoting | Taxes | DMVThink across space, time, +products, and people.Act it Out Day Spa20 minutes3 scenes3 touchpoints2 minutes 12
Dragon LinesTo determine feng shui, theancient Chinese would run down ahill to find the natural flow.We are going to map that flowthrough service blueprinting. 16
SERVICE BLUEPRINTA blueprint is an operational toolthat describes the nature and thecharacteristics of the serviceinteraction in enough detail to verify,implement, and maintain it. 17
134 Harvard Business Review January-February 1984 Exhibit I Blueprint for a comer shoeshine StarKlard Brush execution time shoes 2 minutes Total acceptable execution time 5 minutes Une of Faciiitating services vialblllty and products Not seen Select by customer and purchase but necessary supplies to perfonnance There are several reasons for the lack of Good and lasting service management requires muc hanalytical service systems designs. Services are more. Better service design provides the key to marketunusual in that they have impact, but no form. Like success, and more important, to growth. 18light, they
Where in the process?research Ideation Journey Storyboard Blueprint Touchpoints 19
Building Blocks Customer Actions Touchpoints Staﬀ Actions Line of Visibility Back Stage Staﬀ Support Processes Time 20
Example Customer orders a hamburger Customer waits Customer feels cared for Customer receivers order Dinner menu Conversation Hamburger Server records Server checks on Server delivers order on customer hamburger Notepad Server enters Chef receives Chef delivers order into order and makes hamburger to system burger server Hamburger Order system ingredients 21
Iteration Customer orders a hamburger Customer waits Customer feels cared for Customer receivers order Dinner menu Conversation Hamburger Server records Server checks on Server delivers order on iPad customer hamburger Chef receives Chef delivers order and makes hamburger to burger server Order system iPad app Hamburger ingredients 22
Service Blueprint of Presby Neuro Clinic PHYSICAL Front Waiting Front Waiting Front Hallway Exam MRI & Exam MRI & Door Tag Waiting Check-out EVIDENCE Desk Room Desk Room Desk Room Chart Room Chart Room Room Check-out, PATIENT Sign In Wait Check-in Wait Responds Follow to Wait in Answer Wait Ask Return Wait Pay, & ACTIONS Exam Rm Exam Rm Questions Questions Door Tag LeaveLine of Interaction ? ? ? ? ? ONSTAGE Call Escort to Check Meet Dr. Process & CONTACT Welcome Process Patient Exam Rm Vitals & Kassam Check-out Ask Quest PERSONLine of Visibility BACKSTAGE Get See Other Grab Check Place in Take See Other See Other See Other CONTACT Patient Patients Patients Door Tag Patients Patient Kassam Away Patients PERSON Chart Location Bin Chart Brings Chart in Grab Kassam Door Tag To Be Chart Gets Quick Back Seen Bin from Bin Review Chart Write Rm Check Taken by # on Patient Dictation Staff Schedule LocationLine of Internal Interaction SUPPORT Records/ Bin Chart Records/ Debbie’s Door Tag Schedule Storage Database Database System PROCESSES Chart Cart System System System System System 25
PurposeProvide a human-centered perspectivePrototype the serviceVisualize all the piecesCommunicate across silosPrioritize projects 26
Example Customer orders a hamburger Customer waits Customer feels cared for Customer receivers order Dinner menu Conversation Hamburger Server records Server checks on Server delivers order on customer hamburger Notepad Server enters Chef receives Chef delivers order into order and makes hamburger to system burger server Hamburger Order system ingredients 28
Dialing IBM-HELP to get assistance with Lotus Notes Carrie Chan | IBM T.J Watson Research Center, Hawthorne NY | 6.15.07 Blueprinting ideas v.4 service evidence problem with Lotus Lotus Notes Ticket number Notes Mail and Mail and Calendar syncing Calendar syncing works customer steps DIAL NAVIGATE PRE-RECORDED MENU TALK TO AGENT WAIT FOLLOW AGENT’S STEPS TO SOLVE PROBLEM PROBLEM HANG UP? SOLVED hazard line Dislike calling call centers how long am i being onstage put on hold for? i’m pressing ‘3’ and nothing is happening... 6D1511 is before 6A1511 in the menu choices... did I hear is he even listening to 6D1511 correctly? me? he seems to be what is a ticket number? he’s assuming i know all the typing a lot. and not customer’s journey IBM language even though I’ve paying attention. repeatedly told him I was new ﬁnally, the agent is back he’s talking really fast he’s apologizing for soft- ware malfunction - is this the same problem i was just having? or should i be worrying about something else? he solved the problem!line of of visibility area visibility representative service Give introductory speech. Ask for employee serial Present customer with menu options to Introduce yourself. Ask customer what Look up information regarding Ask what error message Proceed to follow steps outlined in documentation. Conﬁrm that the Ask customer to write down the ticket number. number. redirect call. Apologize for software problem they’re having. Lotus Notes Mail and Calendar the customer is getting. customer’s problem Email this ticket number to the customer. script malfunction. syncing on database. is solved. Redirect call after customer inputs a Thank customer for calling IBM HELP. choice. Ask if they are on or Ask if the customer off site. has any other problems. provider’s steps backstage WAIT FOR CALL DIRECT CALL TO PROPER DEPT. INTRODUCTION GET PROBLEM FIND SOLUTION TO PROBLEM WALK CUSTOMER THROUGH PROBLEM SOLUTION CONCLUDE GIVE TICKET NUMBER application backstage processes P P P P P P P P P P P P P P support implementation account executives product executives (BTO) operational executives (SO)thinkcarrie.comLiving with Complexity, Donald Norman 37
ese activities will help you... Design across touchpoints Design across channels Design across experiences meet the future needs of design 40
ank you!CONTACT RESOURCESJARED COLE SERVICE DESIGN NETWORKjared@adaptivepath.com | @coﬀeekid service-design-network.orgJAMIN HEGEMAN SERVICE DESIGN TOOLSjamin@adaptivepath.com | @jamin servicedesigntools.org DESIGN FOR SERVICE designforservice.wordpress.com SERVICE DESIGN DRINKS AND EVENTS servicedesigning.org SF SERVICE DESIGN DRINKS @servicedesignsf 42
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